Changes to its content recommendation system, particularly on Reels, its short-form video service, will favor original content and “give all creators an equal chance of breaking through.”

The BBC reported that experts see the Meta-owned site attempting to replicate what has fuelled TikTok’s success as it faces a probable ban in the United States.

Meta is not the only social media company altering its product in response to TikTok’s troubles. Twitch, a popular live-streaming network owned by Amazon, recently launched its own short video feed in the TikTok style for all users.


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